On April 24, FENDI opened the FENDI Omotesando Store, a limited-time, combined men's and women's store, in Omotesando, Tokyo (3-5-35 Kita-Aoyama, Minato-ku). The world's first store, based on the concept of "A contemporary interpretation of Rome, Palazzo d'Artifacto Italia, and Fendi," showcases FENDI's roots in Rome, Italy, the Palazzo d'Artifacto Italia, the brand's headquarters, and the brand's current status. The façade recreates the iconic arch of the Palazzo d'Artifacto Italia using over 2,000 colorful glass bricks. The interior, which consists of two floors, exudes an industrial atmosphere with its inorganic concrete ceiling. The first floor, separated into separate areas for men and women, offers a full range of products, from the finest furs, ready-to-wear, and leather goods to shoes and accessories. The women's bag and accessory area is unified in warm colors, while the men's area is unified in cool colors, creating a modern and contemporary space.

The staircase leading from the first floor to the basement will display an installation specially conceived by Seijun Nishihata, a plant hunter active both in Japan and abroad, which took him approximately five months from conception to completion. The work was created with the concept of boldly clashing the Fendi worldview with organic matter. Also on the basement floor will be the world's first public unveiling of "THE HAPPY ROOM," a mobile VIP room by Italian designer Cristina Celestino that was unveiled at "Design Miami 2016" in December 2016.

In addition, to commemorate the store's opening, the 2017 Pre-Fall Collection will be available for pre-sale before anywhere else in the world, and a limited capsule collection will also be released, including new bags "BACK TO SCHOOL," "MINI PEEKABOO," and "BY THE WAY," the customizable bag strap "STRAP YOU," and fur charms.